10月，观众在电视等客厅装置上观看 YouTube 播客累计超过7亿小时；去年同月约4亿小时，增加约3亿小时，约为1.75倍（接近翻倍）。这反映播客正从「随身收听」走向「大萤幕长看」，并被视作替代白天或深夜电视节目的新选项。

YouTube 表示，针对电视端的搜寻与内容发现工具投入推动了成长，同时用户观看习惯也在向 YouTube 倾斜。依尼尔森数据，11月 YouTube 占各串流平台的电视观看时长13%，为所有服务之最；传统广播（Broadcast）观看占总收视23%，显示整体注意力在多种管道间重新分配。

随著传统电视收视下滑、广告预算与观众可能重新流动，竞争者加速追赶客厅场景：Spotify 推出影片播客伙伴计划，并在10月更新 Apple TV App；Instagram 于12月中旬推出 Fire TV App 播放短片；Netflix 与播客网络（含 iHeartMedia）签新合作，要求节目停止在 YouTube 发布完整集数，反映平台以独家与终端入口争夺增长中的「TV 播客」时长。

In October, viewers streamed over 700 million hours of YouTube podcasts on TV devices. That’s up from about 400 million hours in the same month a year earlier—an increase of roughly 300 million hours, or about 1.75x (nearly double). The shift suggests podcasts are increasingly being consumed as big-screen programming, substituting for daytime or late-night TV habits.

YouTube attributes the rise to investments in TV-focused discovery and search, alongside broader audience movement toward YouTube versus cable and other streaming competitors. Nielsen’s November data shows YouTube accounted for 13% of TV viewing across streaming platforms, the largest share of any service. Broadcast viewing represented 23% of total viewership, highlighting how attention is being redistributed across formats.

As traditional TV viewing declines and ad budgets become more contestable, rivals are moving to counter YouTube’s living-room momentum. Spotify launched a video-podcaster partner program and revamped its Apple TV app in October. Instagram debuted a Fire TV app for short clips in mid-December 2025. Netflix also struck new podcast-network deals (including iHeartMedia) that require shows to stop publishing full episodes to YouTube, signaling intensifying competition for exclusive, TV-first podcast hours.